Widyarni, Annisa (2021) Diskursus Black Lives Matter Di Dalam Akun Resmi Instagram National Basketball Association (NBA): Rasisme, Bisnis, Dan Politik. Thesis thesis, UNIVERSITAS AIRLANGGA.

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Abstract

The main purpose of this thesis is to examine the topics between Black Lives Matter and the NBA in social media. The 2020 NBA season had attracted me to do this research because the event was held during the Covid19 pandemic and the 2020 US presidential election. Furthermore, the pandemic has also changed the way each person communicates, especially in social media. This is showed by the increase in social media users. The emergence of the anti-racist Black Lives Matter movement in 2013 has proven that the problem of racism in the United States is still an unresolved problem, even the movement itself has grown to a global scale. In the 2019/2020 season, the NBA has massively promoted racial inequality in the United States with the theme A Whole New Game. The players and coaches have been vocal through one of the NBA's social media, Instagram, to convey messages in response to racial inequality in the United States. With the majority of NBA players being African-American (74.2%) it becomes relevant for the NBA to discuss about the issue of racism massively. This research method is called Norman Fairclough's Critical Discourse Analysis using three dimensions of analysis, which are text, discourse practice, and sociocultural practice. The results of the analysis conducted by researchers produced several findings, namely the NBA voiced BLM as the Trump Administration's Failure to Overcome Racism in the US, the NBA made BLM a Discourse to Mobilize the Political Participation of Black Americans in the 2020 election, Counterpoint Discourse carried by NBA Instagram Followers, namely the All Lives Matter and Free Hongkong.

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